ANALISIS PENGARUH BRAND IMAGE DAN CORPORATE BRANDING TERHADAP BRAND EQUITY SERTA DAMPAKNYA PADA LOYALITAS PELANGGAN OPERATOR SELULER TELKOMSEL DI KOTA SEMARANG
Abstract: This research aims
to find the infulence of brand image and corporate branding on brand equity and
its impact on customer loyalty. Furthermore, it aims to find out the role of
brand equity in mediating on customer loyalty.
This research was conducted on Telkomsel operator customers in Semarang
City have been using Telkomsel for minimum one year and had used other celluler
operators. Sampling method in this
research is non-probability sampling
with purposive sampling
technique. The number of
samples collected as
many as 100
respondents through the
distribution of questionnaires.
Analysis method used here is multiple regression analysis which includes
validity test, reliability test, classic assumption test, multiple linear
regression tests, f-test, determination test, hypothesis test (t statistic
test), and Sobel test.
The results showed
that the variables
of brand image
and corporate branding
in a significantly and positively
impact on brand equity. Variable corporate branding has a significant and
positive impact on customer loyalty. But the brand image variable has no effect
on customer loyalty. Meanwhile brand equity as an intervening variable has a
positive and significant impact on customer loyalty.
Keywords: brand image,
corporate branding, brand equity, Customer Loyalty
Penulis: Singgih Purnomo,
Farida Indriani
Kode Jurnal: jpmanajemendd180430
